There is nothing new about the innate connection between music and youth. The youth TG has consistently defined the next wave of music. Keith Alphonso, Business Head, UTV Bindass reiterated this fact, and elaborated UTV Bindass’ efforts to pay more attention to the music route for upping its offer to the youth TG. One step for the channel to pursue this course has come in the form of on-ground events.

Giving a background, Keith pointed out that while channels such as UTV Bindass have seen an increase in the scope of music intake, music preferences have evolved further and Bindass was looking for events that could bring this specialised form of music, which is also uncommon in a manner of speaking, to its audience.